SOURCE: Yellow Pages Association

Yellow Pages Association

August 19, 2010 10:31 ET

August Auto Rental and Leasing Searches Kick Into Overdrive

Spike in Yellow Pages Usage Led by Young Bachelors and Northeasterners

BERKELEY HEIGHTS, NJ--(Marketwire - August 19, 2010) -  Americans nationwide will turn to Yellow Pages local search tools in record numbers in August to rent or lease a car. More than 55 million references are made to automobile renting and leasing in print and Internet Yellow Pages each year, with the highest number of lookups occurring in August, according to the Local Media Tracking study conducted by Burke for the Yellow Pages Association (YPA).

 "Auto Rental and Leasing" is among the top 40 most referenced headings from more than 4,000-plus.

"Certainly toward the end of the summer young professionals are looking to get away while they still can," said Larry Small, director of research for YPA. "Our data show that those making a car rental purchase are more likely than the average user to be in the 25-34 age range. When consumers are ready to rent or lease a car, they often turn to a Yellow Pages local search resource, like an Internet Yellow Pages site or the print directory." 

More consumers looking up automotive rental and leasing information in Yellow Pages tend to make a purchase after their search than the average consumer, according to Burke. Nearly two-thirds (62.7 percent) of consumers referencing the automotive rental and leasing heading follow up with a purchase compared with 49.3 percent for all headings combined.

Consumers are also likely to spend more. Purchasers who used print or Internet Yellow Pages are about three times more likely to spend $101-200 than the average headings user, and two times as likely to spend in the $201-500 range.

Because an auto rental is such an infrequent purchase, most consumers need information to help them decide where to make a purchase. In fact, 70 percent of Yellow Pages users either have no company name or multiple names in mind when looking at the heading, providing opportunities for advertisers to influence consumers' decisions about where to purchase. Moreover, more than half of shoppers (52.5 percent) end up doing business with a company that they have never used before.

Young Bachelors, Americans in the Northeast Drive Auto Rental References

Those most likely to reference the "Auto Rental" heading are 25- to 34-year-old males with a college degree. They also tend to be single and live in the Northeast.

"Many Americans in the Northeast rely on public transportation," said Small. "It's no surprise that when people are looking to get out of town, or even run errands, they turn to a trusted source of local business information for car rental listings."

For more information on Yellow Pages headings, visit: http://www.ypassociation.org or http://www.insideyp.org.

About The Yellow Pages Association
The Yellow Pages Association (YPA) (http://www.ypassociation.org and http://www.insideyp.org) is the largest trade organization of a print and digital media industry valued at more than $27 billion worldwide ($12 billion in the U.S.). Association members include Yellow Pages publishers, certified marketing representatives (CMRs), and associate members (a group of industry stakeholders that include Yellow Pages advertisers, vendors, and suppliers).

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